But until going directly to creatives becomes easier, or the norm rather than the exception, I’ll be here continuing to invest in my in-house team. Because at the end of the day, I can’t afford to keep throwing good money after bad.
I’ve been burned too many times. And as much as I hate to say it, I’m not alone. CMOs talk. We compare notes. And the consensus is clear: The traditional agency model isn’t broken. The whole idea of an agency is broken.
So, consider this my plea. To agency leaders, creatives and everyone who still believes in the power of a big idea: It’s time to be bold. It’s time to take risks. It’s time to burn the old playbooks and write a new one.
Because the creative people that figure this out? The ones that aren’t afraid to put creativity first, be true partners to their clients and adapt to the way brands operate today? Those will be the creatives that don’t just survive this shift, but thrive in it.
And you can bet I’ll be first in line to work with them. Whatever they call themselves.
Even if it’s an agency.
